The Funnel Explorer helps you analyze how customers move through any phase of your conversion funnel — how they progress from one stage to the next, how long that conversion takes, and how it trends day by day. Use it to find where customers drop off, identify your most valuable acquisition sources, and decide where to focus your marketing and acquisition spend.

Who it's for: CRM managers, acquisition marketers, and analysts who want to understand and improve funnel conversion.

Accessing the Funnel Explorer

Open the Explore area and select Funnel Explorer. The report loads with a default stage combination and date range, which you can change at any time using the filter bar at the top of the page.

Setting up your funnel

The filter bar at the top of the page controls the entire report. Set it from left to right:

• Initial Stage — the entry point of the funnel (for example Visitors or Registered). The available stages reflect the funnel stages configured for your account.
• Last Stage — the conversion goal (for example Registered or Deposited). You can only choose a stage that comes after the initial stage in the funnel order; if you change the initial stage so that your current last stage is no longer valid, the last stage automatically moves to the next available option.
• Date Range — the period to analyze. Choose a quick preset (Last 7 days, This Month, or one of the previous calendar months) or pick Custom to open the date picker and select your own range. The analysis window is capped at 65 days — if you select a longer custom range, the end date is automatically adjusted to 65 days after the start.
• Site filter — narrow the report to a specific country or brand. This is the same site filter that exists across Optimove's pages (it appears labeled for your account, for example Filter by Brand). The site filter is disabled when the Initial Stage is set to Visitors.

The report is organized into four sections, shown one below the other and all driven by the filter bar above.

Conversion Funnel

Explore performance across your selected funnel range, from entry to conversion.

The funnel diagram visualizes the volume drop-off from your initial stage to your last stage within the selected date range — showing how many customers entered the funnel and how many completed it.

Alongside the diagram, two cards summarize the result:

• Funnel Completion — the share of initial-stage customers who reached the last stage within the selected period (within-period conversions ÷ the number of initial-stage customers). A comparison chip shows the change in this completion rate versus the period immediately before the selected range, so you can see at a glance whether conversion is improving or declining — useful for spotting the impact of a recent campaign or site change. The chip is hidden when there is no comparable prior-period data — for example in Visitors mode or when the prior period had no entrants.
• Timing Breakdown — a breakdown of converters by when they entered the funnel: those who entered Before Selected Period versus Within Selected Period. This helps you separate newly acquired converters from earlier customers who converted during the window.

Daily Trend

Understand how your initial and last stages change over time.

A line chart plots the daily totals of your initial stage and your last stage across the selected date range, as two separate series. Use it to spot day-level patterns, spikes, and dips in both entering the funnel and converting. Click a series in the legend to toggle it on or off and focus on one stage at a time.

Time to Conversion

Understand how quickly users convert from your initial stage to your last stage.

This section shows how long customers take to reach the last stage:

• A distribution bar chart groups converters by how many days they took to convert (the time buckets are configured for your account).
• Average and Median days-to-conversion are shown as summary metrics beside the chart.
• A daily distribution timeline shows, day by day, how conversion times were distributed.

Chart tooltips show each value as both a count and its share of total converters (for example, 150 (53.6%)).

When the initial stage is Visitors and both visitor and registered data are available, the section adds Visitors and Registered tabs. The Visitors tab measures conversion in visits rather than days (showing Average Visits and Median Visits to conversion), while the Registered tab measures it in days.

Customer Conversion Analysis

Compare conversion performance across attribute values.

This is where you decide where your acquisition budget works hardest. The section analyzes the customers who converted during the selected period, broken down by a customer attribute of your choice — so you can compare not just who converts most, but who brings the most value. For example, compare which UTM Source, country, or device generated the highest conversion rates and the most valuable customers.

Select an attribute from the dropdown, which is organized into Visitor Attributes and Customer Attributes groups. Your Customer Success Manager (CSM) can configure which attributes appear here, drawn from the attributes available in your Optimove customer database.

For the selected attribute you get two bar charts and a table. The bar charts show the top 10 attribute values (by converted count); the full set appears in the table below.

• Active Subscribers per Attribute — how many customers entered the funnel for each attribute value (the initial-stage group size).
• LTV by Attribute — average Total LTV (Past Value + Future Value) across attribute values.

The performance table has one row per attribute value and these columns:

• Initial-stage count — how many customers entered the funnel for that value. The column is headed with your initial-stage name (for example Visitors or Registered).
• Last-stage count — how many of them converted. The column is headed with your last-stage name (for example Deposited).
• Funnel Completion Rate — the conversion rate for that attribute value.
• Past Value — average value already generated.
• Future Value — average predicted future value (Optimove's future-value prediction).
• Total LTV — Past Value + Future Value.

The table is sortable by any column and paginated (10 rows per page), so it lists every attribute value — and Export to CSV downloads the full set (see below).

Drill down to Customer Explorer

In the performance table the customer counts are clickable. Click a count in the initial-stage or last-stage column to open that exact set of customers in Customer Explorer, carrying over your funnel stages, date range, site filter, and the selected attribute value — so you can investigate the underlying customers directly. Hovering a count shows an Explore these customers prompt. A count of zero isn't clickable, and the initial-stage count can't be opened in Visitors mode, since anonymous visitors can't be listed individually.

Export the data

Use Export to CSV to download the full analysis. The export always contains the entire sorted dataset, not just the rows currently visible on the page.

Frequently asked questions

Related articles

• The Customer Explorer — where the Explore these customers drill-down opens your selected converters.
• The Segmentation Explorer — shares the Funnel Explorer's visual language and complements attribute-level analysis.
• The Migration Explorer Report — analyze how customers move between lifecycle stages over time.